Rebranding a 100-year-old steel company

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TimkenSteel, a Canton, Ohio-based steel company, needed a rebrand to eliminate marketplace confusion and allow for future diversification and growth. To help transition to the next chapter, TimkenSteel turned to Dix & Eaton to completely rebrand the company.

Transforming the 100-year-old brand was a year-long process. We audited competitors and interviewed customers and internal stakeholders to develop the company’s new name: Metallus – a combination of the words metallurgy and qualis (derived from the Latin word for “quality”), which reinforces the key attributes that were heard throughout the brand research. Altering the spelling of qualis to end with “us” reinforced the company’s dedication to partnerships.


  • Once the name was selected, we evaluated the best way to visually represent the brand, ensuring it presented a strong mark that fit within the metal industry.
  • To support the transition, we provided guidance and execution on a variety of communication activities, including media relations; customer, investor, vendor and employee communications; marketing materials; and more.
  • We created a local and trade media strategy, notably securing a placement with The Canton Repository, a key media outlet for the company.
  • To match the new brand, we assisted in launching the new company website, which went live in February 2024.


  • Provided strategic guidance based on stakeholder feedback as the brand transitioned into its new identity.
  • Created a new look for the company and implemented a proactive communications strategy around the change.
  • Eliminated confusion to pave the way for the company’s future diversification and growth.

Connect with the team that worked on this project

Senior Managing Director

Lisa Zone

Vice President

Nicolle Huffman

Art Director

Ben Rodriguez

Assistant Vice President

Maria Soriano Young
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